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PARSONSIntegrated Media LabPUCD_4144 _A_MCMANUS_F11
“Our official culture is striving to force the new media to do the work of the old.” 			 Marshal Mcluhan
TRANSPOSING ADVERTISING’SCLASSIC NARRATIVE TO THE WEB
SHIFTING FROM BRAND MESSAGES AS PAID INTERRUPTION
TO ENTERTAINMENT CONTENT
TOWARD BRAND MESSAGES AS ENTERTAINMENT CONTENT
NON TRADITIONAL TEAMS INVENT EXPERIENCES,NOT SIMPLY MESSAGES.
10% COOKIE,90% EXPERIENCE
BREADTH OF KNOWLEGE  DEPTH OFEXPERIENCE              T-SHAPED
Nowadays, everybody should have an understanding of whatdigital is all about, be it a writer, a designer, an eventmanager,...
PLANNING   SEO   COPY   IA/UX   DEV   ART   PR/SOCIAL   MEDIA   WEB DESIGNER
Art/Copy   Collaboration
THE NEW VOCABULARY
1. Social TV          2. Social Stories          3. Social Film          4. Social Business          5. Social Objects13 T...
1. SOCIAL TV: BIRTH OF THE BACK CHANNEL                        Social TV was named one                        of the 10 mo...
SOCIAL TV: BIRTH OF THE BACK CHANNEL             #Comedycentral
SOCIAL TV: BIRTH OF THE BACK CHANNEL     #ProgressIs
SOCIAL TV: BIRTH OF THE BACK CHANNEL
2. SOCIAL STORIES CROWD CREATED STORIES     SOCIAL STORIES MuggleNet Fan Fiction:   Excentric’s Digital Story Harry Poette...
3. SOCIAL FILM
4. SOCIAL BUSINESS
5. SOCIAL CONNECTED OBJECTS             “By year end 2012, physical sensors will create             20% of non-video inter...
SOCIAL CONNECTED OBJECTS
SOCIAL CONNECTED OBJECTS
6. REAL TIME
REAL TIME
REAL TIME
7. MOBILE APPS       REANULT IPAD AP       The accelerometer, three-axis gyroscope,       and compass all work together.
MOBILE APPS       FRISKIES CAT FOOD
MOBILE APPS
MOBILE APPS    BOSCH SPIRIT LEVEL
MOBILE APPS   GOOGLE HEAT MAP
8. DESIGNING FOR NETWORKS   & UNDESTANDING SOCIAL SPREAD
DESIGNING FOR NETWORKS& UNDESTANDING SOCIAL SPREAD
DESIGNING FOR NETWORKS& UNDESTANDING SOCIAL SPREAD
9. AUGMENTED TV AND FILM  Digital overlays enhancing real-life events                                      AKQA USPS Virtu...
AUGMENTED TV & FILM
AUGMENTED TV & FILM
10. COLLABORATION & CO-CREATION
COLLABORATION & CO-CREATION
COLLABORATION & CO-CREATION
COLLABORATION & CO-CREATION
11. THE VENACULAR OF PLAYERS AND BROWSERS
THE VENACULAR OF PLAYERS AND BROWSERS
THE VENACULAR OF PLAYERS AND BROWSERS
12. DIGITAL IN THE REAL WORLD,    THE REAL WORLD IN DIGITAL SPACE
DIGITAL IN THE REAL WORLD,THE REAL WORLD IN DIGITAL SPACE
13. INTERGRATED CAMPAIGN WITH EVENT CHARACTER
INTERGRATED CAMPAIGN WITH EVENT CHARACTER
INTERGRATED CAMPAIGN WITH EVENT CHARACTER
PARSONSIntegrated Media LabPUCD_4144 _A_MCMANUS_F11
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Learning From Cannes

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Intro presentation for my class at Parson's School of Design

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Transcript of "Learning From Cannes"

  1. 1. PARSONSIntegrated Media LabPUCD_4144 _A_MCMANUS_F11
  2. 2. “Our official culture is striving to force the new media to do the work of the old.” Marshal Mcluhan
  3. 3. TRANSPOSING ADVERTISING’SCLASSIC NARRATIVE TO THE WEB
  4. 4. SHIFTING FROM BRAND MESSAGES AS PAID INTERRUPTION
  5. 5. TO ENTERTAINMENT CONTENT
  6. 6. TOWARD BRAND MESSAGES AS ENTERTAINMENT CONTENT
  7. 7. NON TRADITIONAL TEAMS INVENT EXPERIENCES,NOT SIMPLY MESSAGES.
  8. 8. 10% COOKIE,90% EXPERIENCE
  9. 9. BREADTH OF KNOWLEGE DEPTH OFEXPERIENCE T-SHAPED
  10. 10. Nowadays, everybody should have an understanding of whatdigital is all about, be it a writer, a designer, an eventmanager, an accounter or a planner. Still, digital specialiststhemselves need to open up to traditional media and storytelling, since theoretically, anyone must be able to take overthe other person’s job. An online writer should be able towrite a TV script, just like the art director should know howto design a website. Innovative Thunder
  11. 11. PLANNING SEO COPY IA/UX DEV ART PR/SOCIAL MEDIA WEB DESIGNER
  12. 12. Art/Copy Collaboration
  13. 13. THE NEW VOCABULARY
  14. 14. 1. Social TV 2. Social Stories 3. Social Film 4. Social Business 5. Social Objects13 TRENDS IN ADVERTISING* 6. Real Time 7. Mobile Apps 8. Designing for Networks & Understanding Social Spread 9. Augmented TV and Film 10. Collaboration & Co-Creation 11. The venacular of players and browsers 12. Digital space in the real world, the real world in digital space *Social Practice
  15. 15. 1. SOCIAL TV: BIRTH OF THE BACK CHANNEL Social TV was named one of the 10 most important emerging technologies by the MIT Technology Review Linear TV makes a comeback.
  16. 16. SOCIAL TV: BIRTH OF THE BACK CHANNEL #Comedycentral
  17. 17. SOCIAL TV: BIRTH OF THE BACK CHANNEL #ProgressIs
  18. 18. SOCIAL TV: BIRTH OF THE BACK CHANNEL
  19. 19. 2. SOCIAL STORIES CROWD CREATED STORIES SOCIAL STORIES MuggleNet Fan Fiction: Excentric’s Digital Story Harry Poetter Stories of the Nativity written by fans.
  20. 20. 3. SOCIAL FILM
  21. 21. 4. SOCIAL BUSINESS
  22. 22. 5. SOCIAL CONNECTED OBJECTS “By year end 2012, physical sensors will create 20% of non-video internet traffic” Gartner Predictions 2009
  23. 23. SOCIAL CONNECTED OBJECTS
  24. 24. SOCIAL CONNECTED OBJECTS
  25. 25. 6. REAL TIME
  26. 26. REAL TIME
  27. 27. REAL TIME
  28. 28. 7. MOBILE APPS REANULT IPAD AP The accelerometer, three-axis gyroscope, and compass all work together.
  29. 29. MOBILE APPS FRISKIES CAT FOOD
  30. 30. MOBILE APPS
  31. 31. MOBILE APPS BOSCH SPIRIT LEVEL
  32. 32. MOBILE APPS GOOGLE HEAT MAP
  33. 33. 8. DESIGNING FOR NETWORKS & UNDESTANDING SOCIAL SPREAD
  34. 34. DESIGNING FOR NETWORKS& UNDESTANDING SOCIAL SPREAD
  35. 35. DESIGNING FOR NETWORKS& UNDESTANDING SOCIAL SPREAD
  36. 36. 9. AUGMENTED TV AND FILM Digital overlays enhancing real-life events AKQA USPS Virtual Box Simulator John Mayer Video “Heartbreak Warfare” Motion based gaming.
  37. 37. AUGMENTED TV & FILM
  38. 38. AUGMENTED TV & FILM
  39. 39. 10. COLLABORATION & CO-CREATION
  40. 40. COLLABORATION & CO-CREATION
  41. 41. COLLABORATION & CO-CREATION
  42. 42. COLLABORATION & CO-CREATION
  43. 43. 11. THE VENACULAR OF PLAYERS AND BROWSERS
  44. 44. THE VENACULAR OF PLAYERS AND BROWSERS
  45. 45. THE VENACULAR OF PLAYERS AND BROWSERS
  46. 46. 12. DIGITAL IN THE REAL WORLD, THE REAL WORLD IN DIGITAL SPACE
  47. 47. DIGITAL IN THE REAL WORLD,THE REAL WORLD IN DIGITAL SPACE
  48. 48. 13. INTERGRATED CAMPAIGN WITH EVENT CHARACTER
  49. 49. INTERGRATED CAMPAIGN WITH EVENT CHARACTER
  50. 50. INTERGRATED CAMPAIGN WITH EVENT CHARACTER
  51. 51. PARSONSIntegrated Media LabPUCD_4144 _A_MCMANUS_F11
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